The Publicis Groupe agency will aim to develop Rekorderlig’s "beautifully Swedish" positioning. Its first work will launch in 2015.

Kieron Barton, the owner of Chilli Marketing, the global licence-holder for Rekorderlig, said: "Saatchi & Saatchi will hugely advance the brand’s consumer loyalty and leadership of the fruit-cider segment."

Magnus Djaba, the chief executive of Saatchi & Saatchi Fallon UK, said: "Rekorderlig is a challenger brand with an adventurous attitude, which makes it a dream client for any agency."

Last year, Rekorderlig launched a multimedia campaign by Apartment A to convince people to drink the cider all year round. Much of its previous marketing focused on experiential events such as a Swedish street-food tour and the Efterski snow festival.

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